The new wellness: Brits look to ski holidays

Skiing is no longer just about the trusty hot-chocolate-and-raclette après-ski model of yesteryear, but about health, wellness and that much-needed dose of hygge, according to Club Med’s 2016/17 ski study.

In fact, this new attitude is getting so ingrained, that holidaymakers are preparing to get their minds and bodies prepped before they go on holiday, as nearly half (46%) of respondents admit to ramping up their fitness regimes in the run up to their 2016/17 ski trip. Over 1 in 10 (13%) even go as far as changing their diets before hitting the slopes, with nearly all skiers (95%) seeing their snow holiday as a chance to get their exercise in.

But this new desire isn’t just about kick starting their fitness regimes, as the study reveals that skiers are looking for an altogether different kind of package that gives them a wellness, health and relaxation fix. Two thirds (68%) of snow enthusiasts confirm that the availability of spa/wellness facilities is important to them when deciding which resort to go to, and more than a third (35%) state they’ve previously made use of wellness offerings during past ski holidays.

A snow escape is also a great way to leave everyday life behind and recharge batteries for 93% of people, with almost 9 in 10 holidaymakers (86%) using it as an opportunity to connect with nature and clear their minds. Over two thirds (68%) see their ski holiday as a way to relax, with 63% of those looking to go skiing in the future seeing relaxation as part of a snow escape’s appeal.

Findings from Club Med’s Ski report on wellness reflect an overall change in consumer behaviour highlighting that wellness has become a way of life rather than just a trend. This goes hand-in-hand with the 2016 State of the UK Fitness Industry Report, which states that, ‘For the first time ever, member numbers have exceeded 9 million, with 1 in every 7 people in the UK is a member of a gym.’

Estelle Giraudeau, Club Med UK MD, United Kingdom, Ireland and Scandinavia commented: “Our 2016/17 Ski Report findings show an increasing demand for ski holidays to be all encompassing, providing action and excitement alongside wellness, relaxation and health. This is also reflected in our holiday bookings, with people enquiring about the different service facilities available, for example spa availability, as well as activities for non-skiers to re-charge and people at the resorts demanding gym classes to be available after ski classes have closed. We can only see this getting more important over time as people have a desire to take care of their health and wellbeing.”